Augmented reality (AR) and virtual reality (VR) have become popular vehicles for content creation in and outside of amusement parks. They are able to transport consumers to new worlds and experiences unlike any device in the past, but their real strength may lie in the form of a third ‘reality’. That would be authentic reality, or the ability for a brand to connect with a user and elevate their experience through emotion.

That is what George Walker, Creative Director at Universal Studios Orlando said is the next step for entertainment industry. He was one of several industry experts at IAAPA 2019 who believes in the power of storytelling to improve entertainment value at amusement parks.

“If you’re using AR and VR and artificial reality, all of that together, throw in the authentic element to it to help tell that story and authentic reality just takes us that much further,” he said.

Every person who buys a ticket to an amusement park has different preferences, but as technology and an emphasis on storytelling continue to grow, parks are now better suited to customize their offerings to anyone.

“People can only learn, our brains can only learn and remember things when they can build some emotional connections,” Söhret Pakis, Director of Marketing at Polin Waterparks said.

MarketScale’s Voice of B2B Daniel Litwin caught up with insiders from several areas of the theme and attraction park industry at IAAPA 2019 to see how they continue to evolve as technology and consumer demands change.

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